The European Union of Gymnastics (UEG) has agreed a four-year extension to its global rights deal with Eurovision Sport, the sports arm of the European Broadcasting Union consortium of free-to-air broadcasters.
The new contract will cover the period spanning 2021 to 2024.
Eurovision Sport and the UEG, which recently approved a name change to European Gymnastics, have been partners for three decades, with their most recent extension – for the four years from 2017 to 2020 – coming back in November 2015.
The new deal covers all women’s and men’s European Championships in artistic and rhythmic gymnastics during the cycle.
Working closely together, Eurovision and the UEG said the new contract would involve an enhanced focus on the development of a joint digital strategy, seeking to build on the high youth engagement of the sport and continuing to grow new fans and audiences on all platforms.
Eurovision Services, an EBU subsidiary, will be the UEG’s service provider for worldwide distribution of all the events.
The 2022 European Artistic Championships will also be part of the multi-sport European Championships. The second edition of the event was awarded to Munich, Germany, in November and will be held from August 11-21, 2022.
Widespread free-to-air exposure of the 2022 European Championships is already guaranteed through the renewed commitment of Eurovision Sport. The 2018 European Championships in Glasgow and Berlin were showcased by a total of 44 broadcasters worldwide, with the bulk of the exposure from EBU members in Europe.
The four-year renewal announced by the EBU and UEG in 2012 was shrouded in controversy after the confederation had earlier announced an exclusive agreement with the Lagardère-owned IEC in Sports agency. The UEG subsequently performed a U-turn and awarded the rights to the EBU.
The UEG this week announced the awarding of its two European Championships events in 2023 to Antalya, Turkey and Moscow, Russia.
Beatriz Pastor y Puga, senior sports rights manager at Eurovision Sport, said today (Thursday): “Gymnastics is a valued sport and a natural fit for our EBU members, who guarantee the widest possible exposure for gymnastics, with particular engagement from women and youth.”
UEG president Farid Gayibov added: “The next Olympic cycle is especially important for our continent with Paris hosting the 2024 Olympics. Through this partnership we look to put gymnastics even more in the spotlight.”